考虑“直播带货”的制造商销售渠道策略选择研究  

Research on the Selection of Manufacturer’s Sales Channel Strategy Considering“Live Streaming with Goods”

作　　者：张闻秋 景熠[1] 刘芹芹 ZHANG Wenqiu;JING Yi;LIU Qinqin(College of Management,Chongqing University of Technology,Chongqing 400054,China)

机构地区：[1]重庆理工大学管理学院,重庆400054

出　　处：《运筹与管理》2024年第9期92-98,共7页Operations Research and Management Science

基　　金：国家自然科学基金资助项目(71802034)。

摘　　要：考虑制造商可以通过“直播带货”销售产品,运用博弈理论构建单一传统零售渠道、单一“直播带货”渠道以及混合双渠道三种销售渠道策略模型,求解并分析不同模型中制造商的最优决策,重点研究其销售渠道策略选择问题。研究表明:制造商采取混合双渠道策略的市场销量始终高于采取单一传统零售渠道策略,但不一定高于采取单一直播渠道策略;制造商采取混合双渠道策略的经济收益始终高于采取单一直播渠道策略,但不一定高于采取单一传统零售渠道策略;只有当行业内部主播坑位费平均收费水平较小,或平均收费水平较大但消费者麻烦成本较小时,制造商才应该采取混合双渠道策略,当平均收费水平与麻烦成本均较大时,则应该采取单一传统零售渠道策略;此外,在混合双渠道策略下,当行业内部主播坑位费平均收费水平低于某一阈值时,制造商适宜与头部主播合作,反之,一旦高于该阈值,与腰部主播合作更有利于提升经济收益。With the rapid development of Internet technology and e-commerce,the live webcasting business has gradually emerged,and“live streaming with goods”,as an important part of it,has attracted widespread attention.According to the 49th Statistical Report on the Development Status of China’s Internet,as of December 2021,China’s live webcast users reached 703 million,including 464 million live e-commerce users.The huge scale of live broadcast users has prompted more companies to start product promotion and marketing through the“live streaming with goods”approaches,of which inviting netizen anchors to cooperate is the most common.In the process of“live streaming with goods”,the web-celebrity anchor actively carries out two-way interaction with fans,vividly and three-dimensionally displaying product information,letting fans subconsciously“plant”the product,thus improving product awareness and market sales.At present,“live streaming with goods”has become a new channel for manufacturers to sell goods,which plays an important role in activating the market and driving demand upgrading.In addition,traditional retail is still an important channel for product sales,and in actual business operations,companies such as Haier and Gree,have opened both online“live streaming with goods”and offline retail channels,so such a dual-channel sales strategy is increasingly favored by manufacturers.Against the above background,we have combed through the literature on related topics,and found that the current research on webcasting mostly adopts an empirical approach,while research from the perspective of the game theory is relatively rare.At the same time,scholars have not considered the dual-channel structure of“live streaming with goods”and traditional retailing,or further considered the impact of the live-streaming spillover effect,so as to fail to study the sales channel strategy selection of the manufacturer.In light of this,we first assume that there are three sales strategies for the manufacturer in the

关 键 词：直播带货 双渠道 策略选择 溢出效应 

分 类 号：C931[经济管理—管理学] F274